Amazon’s enhanced homepage features make shopping easier and more personalized

Across Amazon, we’ve been developing and deploying state-of-the-art AI and machine learning models to power customer experiences for over 25 years, such as helping customers find the most relevant products, benefits, and services. The enhanced homepage features offer more product recommendations and inspiration tailored to customers’ interests. Personalization helps customers find what they’re looking for faster, and surfaces other relevant products that align with their interests based on previous shopping behaviors like recent purchases and browsing history. For example, if a customer recently bought a new comforter, the homepage may feature matching sheets and pillows. The homepage will also highlight trending products, new releases, best-sellers, and deals based on customers’ unique interests and preferences—helping them stay ahead of the curve on what’s popular in their favorite categories.